A STUDY OF THE EFFECTIVENESS OF DISTRIBUTION CHANNEL OF NIRAPARA
1
CHAPTER
INTRODUCTION
INTRODUCTION
The world world of busine business ss is changi changing ng very very fast. fast. Theref Therefore ore the theoretical theoretical
knowledge knowledge alone will not not fulfill fulfill the the needs needs of business business school school
students. As a anageent student it is very i!ortant to know the activities of any business and also should be know about his s!eciali"ed area. In view of this fact the schee of our #$A course !rovide an o!!ortunity to e%!ose the student to an industry and its o!erational condition.
The to!ic of the study is effectiveness of distribution channel of identi tify fy a !ref !refer eren ence ce of Nira Nira!a !ara ra Rice Rice !rod !roduc ucts ts with with NIRA&A NIRA&ARA to iden res!ect to its co!etitors. This study is conducted to find the effectiveness of distri distribut bution ion channe channell of the !roduc !roduct. t. The The effect effective ivenes nesss of distri distribut bution ion channe channell study study will will hel! hel! the co!an co!any y in taking taking decisi decisions ons regard regarding ing the !rootional ca!aigns' advertiseent strategies and !ositioning strategies to build ore brand distribution strategy aong the consuers to co!ete with big giants in (#C) industry. The task of this study is to deliver a central idea about the co!any and the offering to the target arket. The co!an co!any y discov discovers ers differ different ent needs needs and grou!s grou!s in the arket arket !lace !lace and introduces the !roduct which satisfies these needs. This study hel!s to find the targets of those needs and grou!s that it can satisfy in a su!erior way or not. It is also hel!ful to find the !osition of offering' whether the target recog recogni ni"e "ess the the dist distin inct ctiv ivee offe offeri ring ng and and iag iage. e. The The !rod !roduc uctt shou should ld be !ositioned well and the end result of it is the successful creation of a custoer focused value !ro!osition. .
OBJECTIVES OF STUDY
PRIMARY OBJECTIVE
To analy"e the effectiveness of $rand to create a !reference of Nira!ara !roducts with res!ect to its co!etitor.
SECONDARY OBJECTIVE
To
understand the role of effectiveness of distribution channel on sales
of Nira!ara rice !roducts.
To identify the co!etition fro the arket.
To !rovide suggestions to i!rove effectiveness of distribution channel.
RATIONALE OF STUDY
The study is about effectiveness of distribution channel to create a !reference of Nira!ara rice !roducts with res!ect to its co!etitor. The ethics and effectiveness of effectiveness of distribution channel is highly controversial sub*ect. #easuring of effectiveness of distribution channel !ossess any challenging +uestions to those who create' sell and utili"e distribution channel. It is a widely acce!ted fact that distribution is a great force linking the !roduct and consuers.
LIMITATIONS
Due to lack of tie the area of study liited to &AT,ANA#T,ITTA District. The validity of result de!ending on inforation given by res!ondents. The universe was very large.
CHAPTER
2
REVIEW OF LITERATURE
LITERATURE REVIEW
Channel of D!"#$%"on Mean! %!e& "o "#an!fe# 'e#(han&!e f#o' "he 'an%fa("%#e# "o "he en& %!e#) In"e#'e&a#e! n "he (hannel a#e (alle& '&&le'en) Tho!e *ho a("%all+ "a,e ""le "o "he 'e#(han&!e an& #e!ell "he -oo&! a#e 'e#(han" '&&le'en) Tho!e *ho a(" a! B#o,e# $%" &o no" "a,e ""le a#e a-en" '&&le'en) Me#(han" '&&le'en n(l%&e *hole!ale#!
an&
#e"ale#!)
A-en"
'&&le'en
n(l%&e
Man%fa("%#e#.!
Re/#e!en"a"0e! $#o,e#! an& !ale! a-en"!)
Whe"he# "he!e e(han-e /#o(e!!e! o((%# $e"*een 'an%fa("%#e#! an& "he# !%//le#! #e"ale#! an& (on!%'e#! o# n !o'e o"he# $%+e#3!elle# #ela"on!h/ 'a#,e"n- (hannel! offe# an '/o#"an" *a+ "o $%l& (o'/e""0e a&0an"a-e! n "o&a+.! -lo$al 'a#,e"/la(e) Th! ! !o fo# "*o 'a4o# #ea!on!5
Distribution strategy lies at the core of all successful market entry and expansion strategies) The -lo$al6a"on of 'an%fa("%#n- an& 'a#,e"n-
#e7%#e! "he &e0elo/'en" of e(han-e #ela"on!h/! "o -o0e#n "he 'o0e'en" of -oo&! an& !e#0(e!)
New technologies are creating real-time (parallel) information exchange and reducing cycle times and inventories) Ta,e a! an ea'/le Dell Co'/%"e#
*h(h /#o&%(e! on3(o''an& (%!"o'6e& (o'/%"e#! "o !a"!f+ n&0&%al (%!"o'e# /#efe#en(e!) A" "he !a'e "'e Dell ! a$le "o al-n "! nee& fo# 'a"e#al n/%"! 8!%(h a! (h/!9 *"h (%!"o'e# &e'an& fo# "! (o'/%"e#!) Dell %!e! just-in-time /#o&%("on (a/a$l"e!) In"e#ne"3$a!e& o#-an6a"on! no*
(o'/e"e 0-o#o%!l+ *"h "#a&"onal !%//le#! 'an%fa("%#e#! *hole!ale#! an& #e"ale#!)
Ma#,e"n- (hannel! al*a+! e'e#-e f#o' "he &e'an&! of a 'a#,e"/la(e) Ho*e0e# 'a#,e"! an& "he# nee&! a#e al*a+! (han-n-) I".! "#%e "hen "ha" 'a#,e"n(hannel! o/e#a"e n a !"a"e of (on"n%o%! e0ol%"on an& "#an!fo#'a"on) Channel! of &!"#$%"on '%!" (on!"an"l+ a&a/" n #e!/on!e "o (han-e! n "he -lo$al 'a#,e"/la(e)
Th! ne* selling o#en"a"on n!/#e& "he &e0elo/'en" of ne* n"e#'e&a#e! a! 'an%fa("%#e#! !o%-h" ne* *a+! "o e/an& 'a#,e" (o0e#a-e "o an n(#ea!n-l+ 'o$le /o/%la"on) The !elln- o#en"a"on #e7%#e& "ha" 'o#e n"'a"e a((e!! $e e!"a$l!he& "o a no* 'o#e &0e#!fe& 'a#,e"/la(e) In #e!/on!e *hole!ale an& #e"al n"e#'e&a#e! e0ol0e& "o #ea(h (on!%'e#! l0n- n #%#al a#ea! ne*l+ e'e#-n!%$%#$! an& &en!el+ /o/%la"e& %#$an (en"e#!)
Rela"on!h/ 'a#,e"n- ! �en $+ "*o /#n(/le! ha0n- /a#"(%la# #ele0an(e "o 'a#,e"n- (hannel !"#a"e-+5
Lon-3"e#' on-on- #ela"on!h/! $e"*een (hannel 'e'$e#! a#e (o!"3 effe("0e) 8A""#a("n- ne* (%!"o'e#! (o!"! 'o#e "han "en "'e! 'o#e "han #e"ann- e!"n- (%!"o'e#!)9
The n"e#a("0e &alo-%e $e"*een /#o0&e#! an& %!e#! of -oo&! an& !e#0(e! ! $a!e& on '%"%al "#%!")
The Role of In"e#'e&a#e!
Th! /#o-#e!!on f#o' a /#o&%("on "o a #ela"on!h/ o#en"a"on allo*e& 'an+ ne* (hannel n"e#'e&a#e! "o e'e#-e $e(a%!e "he+ (#ea"e& ne* (%!"o'e# 0al%e!) In"e#'e&a#e! /#o0&e 'an+ %"l"e! "o (%!"o'e#!)
) T*o /#n(/al "a!,! a!!o(a"e& *"h "he !o#"n- f%n("on5
Categoriing ) A" !o'e /on" n e0e#+ (hannel la#-e a'o%n"! of he"e#o-eneo%!
!%//le! ha0e "o $e (on0e#"e& n"o !'alle# ho'o-eneo%! (a"e-o#e!)
!reaking bulk ) P#o&%(e#! *an" "o /#o&%(e n $%l, 7%an""e!) Th%! " !
ne(e!!a#+ fo# n"e#'e&a#e! "o $#ea, ho'o-eneo%! lo"! n"o !'alle# %n"!)
The #ole n"e#'e&a#e! /la+ n $%l&n- (%!"o'e# (onf&en(e ! "he# 'o!" o0e#loo,e& f%n("on) Se0e#al "+/e! of #!,! a#e a!!o(a"e& *"h e(han-e! n (hannel! of &!"#$%"on n(l%&n- nee& %n(e#"an"+ 'a#,e" %n(e#"an"+ an& "#an!a("on %n(e#"an"+) In"e#'e&a#e! (#ea"e 0al%e $+ #e&%(n- "he!e #!,!)
CHAPTER : RESEARCH METHODOLO;Y
RESEARCH METHODOLO;Y
Research in coon !arlance refers to a search for knowledge. One can also define research as scientific search for !otential inforation on a s!ecific to!ic.
HYPOTHESIS
A hy!othesis generally eans a ere assu!tion or su!!osition to be !roved or dis!roved. A researcher conducting this research has to start soewhere. This !oint of start is called hy!othesis. In develo!ing hy!othesis' the first task is to set u! two stateents. The first one is null hy!othesis and the second one is the alternative hy!othesis. -ve attitude is denoted by , and /ve attitude is denoted by ,0.
,1 DI2TRI$UTION C,AN34 and 2atisfaction level of NIRA&ARA rice !roducts is inde!endent. ,01 DI2TRI$UTION C,AN34 and 2atisfaction level of NIRA&ARA rice !roducts is de!endent.
RESEARCH DESI;N
In this research' the researcher used descri!tive research design. Descri!tive research is used to obtain inforation concerning the Effectiveness of DI2TRI$UTION C,AN34 to create a preference of Nirapara products with respect to its competitor. The ethods ado!ted
include !ersonal interviews' observation and the use of a research instruent i.e. a structured +uestionnaire.
DATA COLLECTION METHODS
#ethodology is the way and design to conduct the study. An i!ortant as!ect of ethodology is data collection. There are two ty!es of data5
&RI#AR6 DATA
23CONDAR6 DATA
PRIMARY DATA
0. <%e!"onna#e5 3 the +uestionnaire is the ediu for obtaining inforation by a list of well fraed +uestions deeed to be answered by the res!ondents.
SECONDARY DATA
0. Co!any anuals 7. 8ournals 9. #aga"ines :. Internet
SAMPLIN; DESI;N
A sa!le design refers to the techni+ue or !rocedure which the researcher would ado!t in selecting sae sa!ling units fro the !o!ulation for drawing inferences about the !o!ulation. If !ro!er !rocedure is followed to select the sa!le' definitely the sa!le will give all de!endable inforation. Due to the lack of tie constraint it is difficult to consider the overall !o!ulation with res!ect to the study. Therefore' we select a sa!le fro the !o!ulation and akes studies about the !o!ulation by studying these sa!les.
2a!ling is necessary for reasons of feasibility. 2a!les can increase accuracy. #ethods of selecting sa!les are rando sa!ling' stratified rando sa!ling' systeatic rando sa!ling' cluster sa!ling etc. Rando sa!ling is the !rocess of drawing a sa!le fro a !o!ulation in such a way that each eber of the !o!ulation has an e+ual chance of being selected sa!le. (or the !resent study' convenience sa!ling techni+ue is used.
POPULATION
&o!ulation or universe is the aggregate of all units !ossessing certain characteristics on which the sa!le seeks to draw inferences. &o!ulation of the study is outlets of Nira!ara !roducts around :7.
SIMPLE RANDOM SAMPLIN;
This ty!e of sa!ling is also known as !robability sa!ling' where each and every ite in the !o!ulation has an e+ual chance of inclusion. This sa!ling has been used because' the !o!ulation is infinite.
Researcher ade the research in &AT,ANA#T,ITTA and the !o!ulation is infinite. This is the !o!ulation on which the researcher has to ake research. $ut it is not !ossible to do a census in+uiring ethod because of tie liitations. 2o sa!ling ethod is used for aking the study.
SAMPLE SI=E
In this study sa!le si"e chosen is ;0<.
SAMPLIN; PROCEDURE
2a!le si"e was selected using si!le rando sa!ling ethod.
CONDUCTIN; METHOD
=uestionnaire was based as a research instruent whiles this data. =uestionnaire is the ost coon instruent in collecting !riary data. It consists of a set of +uestions !resented to custoers for the answers.
PRESENTATION OF DATA
2i!le !ercentage sa!ling ethod was used for analysis of data. Table' bar diagra and &ie Chart was used to !resent the data.
VARIABLES UNDER STUDY
T,3R3 AR3 T>O T6&32 O( ?ARIA$4325
DEPENDENT VARIABLE INDEPENDENT VARIABLE
DEPENDENT VARIABLE
3((3CTI?3N32 O( DI2TRI$UTION C,AN34 and sa432 to create a !reference of Nira!ara rice !roducts with res!ect to its co!etitor.
INDEPENDENT VARIABLE
=uality of &roduct
$rand Iage
&rice
Custoer 2atisfaction
Availability
Offer
&ast 3%!erience
#edia
C,A&T3R
:
INDU2TR6 AND CO#&AN6 &RO(I43
INTRODUCTION TO INDUSTRY PROFILE
(#C) has a long history however the Indian (#C) industry began to take sha!e only during the last fifty year. Today the Indian (#C) industry continues to suffer fro a definitional dilea. In fact the industry is yet to crystalli"e. Interis of definition and arket si"e' aong other the (#C) sector is a corner tone of the Indian econoy. This sector' can drive growth' enhance +uality of life create *obs and su!!ort !enetration of technology.
The Indian (#C) industry was also witnessing significant change through the 0@@
The reali"ation of the custoer growing awareness and the need to eet changing re+uireents and !references' on account of changing lifecycle also contributed to the foration of custoer strategies.
TYPICAL CHARACTERSTICS OF FMC; PRODUCTS
Individual !roducts are of sall value. $ut all (#C) !roducts !ut together account for a significant !art of the consuer
The consuer kee!s liited inventory of these !roducts and !refers to !urchase the fre+uently as and when re+uired.
#any of these !roducts are !erishable.
The consuer s!ends little tie on the !urchase decision. Rarely does heshe look for technical s!ecifications Bin contrast to industrial goods.
$rand loyalties or recoendations of reliable retailer' dealers hel! to arrive !urchase decision.
Trial of a new !roduct i.e. $rand.
The (#C) sector also received a boost by governent led initiatives in the 79 budget such as the seating u!on of e%cise of free "one in various !arts of the country that witnessed fir oving away fro outstanding the anufacturing by investing in the "one.
FUTURE STATUS OF THE INDUSTRY
Assoc ,a has indicated that (#C) industry will face challenges. &rices are e%!ected to have i!act on !rofits like never before. The (#C) sector which was beginning to diversely affected to as the (#C) as it did not e%ceed 0.E of growth rate in the !art four years began to witness a solve revival in 70.
INTRODUCTION TO THE INDUSTRY
R(e In&%!"#+
Rice is a grain belonging to the grass faily. It is related to other grass !lants such as wheat' oats and $arley which !roduce grain for food and are known as cereals. Rice refers to two s!ecies BOry"asativa' Andory"a )laberria of grass' native to tro!ical and sub tro!ical southeastern Asia and to Africa' which together !rovide ore than one fifth of the calories consued by huans. The !lant' which needs both warth and oisture to grow' easures 71F feet tall and has long' flat !ointed leaves and stalk bearing flowers which !roduce the grain known as rice. Rice is rich in genetic diversity' which thousands of varieties grown through out the world. Throughout history rice has been one of an
So'e '/o#"an" fa("! a$o%" #(e n In&a !(ena#o! a#ea!53
The !otential to e%!ort is the ain source of incoe for failies in India. (ars cover over1half land and alost three1+uarters of that land is used to grow the two a*or grains5 rice and wheat. India is the second leading !roducer of rice !roduced in the world !roduced only by China' India
(ood Cor!oration of India !urchases around 7E to 7E of the total !roduction in the country both under levy fro the rice and !addy fro he farers at iniu su!!ort !rices announced by the governent.
CURRENT SCENARIO
(ood is one of the basic necessities of huan beings. No one in the world can survive without food. Rice is one of the i!ortant food ites of the !eo!le in the world. It is obtained by !rocessing !addy. Rice is intiately involved in the culture as well as the food ways and econoy of any societies. #ore than half of the !o!ulation of the world de!ends u!on rice for their daily nutrition. At !resent there are 000 !addy1cultivating countries in the world including In&a. Alost @E of world rice grows in Asian countries. China' Thailand' India' 8a!an' $angladesh and Indonesia etc are the leading !roducers of rice in the world. China is the largest !roducer of the rice in the world.
India is the a*or !roducer of agro coodities in the world. 2ince inde!endence the food grain !ortion in India has increased alost four1tie. India rank first in the !roduction of tea and sugarcane' and second in rice' ilk' and vegetable !roduction. Rice is the sta!le food of India and ore than @E of the !eo!le in southern !art of India consue rice as their a in food. WORLD WIDE RICE PRODUCTION
R(e cultivation is the !rinci!al activity and source of incoe
for illions of households around the globe' and several countries of Asia and Africa are highly de!endent on rice as a source of foreign e%change earnings and governent revenue. R(e ! "he !e(on& la#-e!" /#o&%(e& (e#eal n "he *o#l& . At
the beginning of the 0@@s' annual !roduction was around 9 illion tons and by the end of the century it had reached :0 illion tons.
&roduction is geogra!hically concentrated in >estern and 3astern Asia. Asia is the biggest rice !roducer' accounting for @E of the worldHs !roduction and consu!tion of rice. Chna an& In&a' which account for ore than one1third of global !o!ulation su!!ly over half of the worldHs rice. $ra"il is the ost i!ortant non1Asian !roducer' followed by the United 2tates. Italy ranks first in 3uro!e. The worldHs a*or rice1!roducing countries 1 including the two ost !o!ulous nations' China and India 1 have e!hasi"ed the i!ortance of continuing to develo! new rice varieties to guarantee AsiaHs
food
security
and
su!!ort
the
regionHs
econoic
develo!ent.
Today' rice is grown and harvested on every continent e%ce!t Antarctica' where conditions ake its growth i!ossible. The majority of all rice produced comes from India, China, Japan, Indonesia, Thailand, Burma, and Bangladesh. Asian farers still account for @71!ercent of the worldHs total rice !roduction. #ore than illion tons of rice is !roduced annually around the globe. In the United 2tates' farers have been successfully harvesting rice for ore than 9 years. There are thousands of strains of rice today' including those grown in the wild and those which are cultivated as a cro!.
RICE IN INDIA
R(e is grown in any regions across India. (or about FE of
the !eo!le living in India' rice is a sta!le food for the. Rice is essential to life in India. It is a !art of nearly every eal' and it is grown on a a*ority of the rural fars.
So'e '/o#"an" fa("! a$o%" #(e n In&an S(ena#o a#e a!5 •
Agriculture is the ain source of incoe for failies in India. (ars cover over half the land and alost three1+uarters of that land is used to grow the two a*or grains5 rice and wheat.
•
India is the second leading !roducer of rice in the entire world' !receded only by China.
•
IndiaHs annual rice !roduction is around G1@ illion tons. Annual consu!tion' is around G illion tons.
•
In India' Rice is cultivated in both seasons 1 >inter and 2uer.
•
>est $engal' Uttar &radesh' Andhra &radesh' &un*ab' Tail Nadu' $ihar' Orissa' Assa' arnataka and ,aryana are the a*or !roducing states. #ore than E of total !roduction coes fro the first four states.
•
(ood Cor!oration of India !urchases around 7 to 7E of the total rice
!roduction in the country both under levy fro the rice ills and directly in the for of !addy fro the farers at #iniu 2u!!ort &rices announced by the )ovt. •
•
#ore than : varieties of rice are grown in India. India is the worldHs largest e%!orter of $asati rice to 2audi Arabia and other #iddle 3ast Countries' 3uro!e' and the United 2tates.
•
India has the !otential to e%!ort one illion tons of $asati rice.
•
#a*or destinations for Indian non1basati' white!arboiled rice are $angladesh' Indonesia' &hili!!ines' Nigeria' 2outh Africa' Ivory Coast' and other African countries.
PRODUCTION OF RICE IN >ERALA
Rice is the ain food of erala. At least in every erala household rice is being consued twice a day. The average !roduction of !addy in erala is established by the )ovt. at 7 4akhs #T' out of which 9E is being !roduced in uttanad and &alakkad.
>ith the increase in out!ut of !addy in these districts there ha!!ened !rogressive growth in the establishent of !addy !rocessing ills or rice ills in these areas. There are about 0J odern rice ills in erala out of which G9 a*or rice ills are located in 3rnakula district. Aluva' alady' oova!ady !anchayath to!s in the atter of having ore rice ill units. There are about :0 rice ills running as sall1scale industry units in these areas.
PADDY CULTIVATION IN >ERALA
&addy is cultivated in alost all districts of erala. Rice !roduction has e%!erienced continuous decline in area over 7 decades. Rice &roduction touched around 0: lakh tones in the id seventies. 3ven at its !eak level internal !roduction was hardly sufficient to eet E of state
The !roduction of rice is declining every year. This itself is an indication of the !robles faced by the cultivators of erala. If !ro!er easures are not being taken to overcoe this situation' then this sector will
be abolished fro the state within no tie. The ain !robles concerning these cultivators are high cost of cultivation and less return for their !roductsK the !roducts fro other states are also affecting the adversely.
The following table shows the trends in area under !addy cultivation in erala fro 0@@010@@7 to 0@@@17. In the table the !roduction of rice is declining every year.
In erala rice is considered as the best food for eralites. )overnent estiates the average annual !roduction of !addy in erala. at 7 lakh etric tones. In this uttanad and &alakkad alone !roduces 9E of the annual !roduction. &addy cultivation in erala alone has its own contribution with 7FE of cro!!ed area. It works out to ore than @@E of the !roduction of cereals and @0.0E of the seasonal cro!s in the 2tate. $ut in the recent years any sall cultivators who has land less than 0 acre has sto!!ed !roduction of rice due to rise in cost of cultivation and less !rofit.
CO#&AN6 &RO(I43
COMPANY PROFILE >)>)R ;#o%/ was set u! in 0@JF by #r. >)>) >a#nan' a an who
set out with the vision to bring +uality rice into the traditional hoes of erala in 2outh India. A venture which started out with traditional ethod of boiling' sun drying and illing' grew into one of the ost odern rice !rocessing houses in India with the latest world1Class technology today. >>R Mll! boasts of a state1 of the1art !lant with the highest levels of
technology in the world' ensuring !roducts that eet the ost stringent +uality and hygienic standards. The >)>)R ;#o%/ is now all set to becoe a nae to reckon within foods. The grou! has !lans to set u! a food !ark with facilities to !rocess and anufacture a wide range of food !roducts like s!ices' !ickles and other !roducts for world arkets. The factory of R #ills is located in the green' !ollution1free Okkal Townshi!' near ochi in erala in 2outh India. This facility is e+ui!!ed with the latest technology in the world for every as!ect of !rocessing of !addy1right fro destoning' cleaning' drying' de1husking'
bran1reoval' !olishing and finally sorting. This infrastructure of around 7 crore of ru!ees in one of the largest in India. >>R Mll! is the only rice ill in 2outh India to use the L1sorte%
achine ca!able of o!tical ins!ection for +uality control. This achine scans every grain of rice and reoves discolored' broken and iature rice' ensuring that only rice that eets the s!ecification calibrated in the co!uter is selected for !ackaging. The result 1 beautiful rice of even si"e' color and bran that is a feast for the eyes and a wholesoe eal. N#a/a#a 1 the brand nae in which R #ills arkets rice' is
today the largest selling brand in erala and has becoe a household nae. The R )rou! is now all set to becoe a nae to reckon within foods. The grou! has !lans to set u! a food !ark with facilities to !rocess and anufacture a wide range of food !roducts like s!ices' !ickles and other !roducts for world arkets . P#e!en" S"a"%! of "he In&%!"#+
Today the !roduction of illed rice average F@G billion !ounds B9 illion kilogras every year. #illing is the !rocess of reoving the layers of kernel and adding a coat of glucose and tale for glossy finish. The !rocess rice contains about GE !roteins and sall aounts of facts. In India the ain rice !roducing states are erala' Tail Nadu and Andhra &radesh etc. There are various varieties of rice available like #atta' ?adi' 8yothi' aranthi etc. At !resent there are 9 !addy cultivating countries in the world including India. Alost @E of the world rice grows in Asian countries. China' India' 8a!an' $angladesh and Indonesia etc are the leading !roducers
of rice in the world china' the largest !roducer of the rice in the world. Rice is one of the i!ortant food ites of the !eo!le in the world. The average !roduction of erala is estiated by )overnent at 7 lakhs #T out of which 9E is being !roduced in uttanadu and &alakkadu. There are about 0 odern rice ills in erala and out of which J a*ority of rice ill located in 3rnakula district' Aluva. (ood is one of the basis necessities of huan being no.0 the world can survive without food. Rice ites of the !eo!le in the world. It is obtained by !rocessing !addy. &eo!le of erala ainly de!end u!on rice for their daily eals. In he case of !roductivity also erala contributes a a*or !art of Indian econoy. FUTURE SCOPE OF THE INDUSTRY
In western countries rice is used !riarily in breakfast eals after native to !otatoes. It is used not only as grain but in other fors as well 3ast Asian !eo!le grind it into flour for rice cakes and !astry. The 8a!anese ferent the grain to ake cakes a strong rice bear in china and India rice a!!ears in any !rocessed food including certain breakfast cereals' !addy food' snack foods' fro"en foods and flour rice is an e%cellent source :9 #T of Carbo ,ydrates' nourishing substance that !rovide the body with energy. &eo!le of erala ainly de!end u!on rice for their daily eals. #ost of the 2outh India
OBJECTIVES OF THE COMPANY
To stiulate consuer to ake !urchase.
To introduce new !roduct.
To encourage e%isting custoer to buy ore.
To be ore co!etitive in the arket.
To create ore sales in the off season.
To !roote e%!ort business.
To introduce +uality control techni+ue for i!roving the +uality of !roduct.
To !rovide service to society through 8anaseva.
ECONOMIC OBJECTIVES
Increase !rofit.
Decrease cost.
&roduction of goods and services.
Creating ore custoers.
Innovations.
SOCIAL OBJECTIVES
=uality goods and services.
Reasonable &rice. &rovision of e!loyent ) Utili"ation of resources !ro!erly. >elfare of the e!loyees.
E?PORTS
The >>R -#o%/ are ainly involved in the anufacture of +uality rice and rice !roducts. The !roducts are sold under the brand nae MNIRA&ARA. The ca!acity of the !lants of the R grou! is 77 #T !er day. NIRA&ARA rice and rice !roducts are e%!orted to UA3' U2A' Canada' U' 2wit"erland' (rance' Australia' New Lealand' 2inga!ore etc
MANUFACTURIN;
The factory of R #ills is located in the green' !ollution1free Okkal Townshi!' near ochi in erala in 2outh India. This facility is e+ui!!ed with the latest technology in the world for every as!ect of !rocessing of !addy1right fro destoning' cleaning' drying' de1husking' bran1reoval' !olishing and finally sorting. This infrastructure of around 7 crore of ru!ees in one of the largest in India.
R #ills is the only rice ill in 2outh India to use the L1sorte% achine ca!able of o!tical ins!ection for +uality control. This achine scans every grain of rice and reoves discolored' broken and iature rice' ensuring that only rice that eets the s!ecification calibrated in the co!uter is selected for !ackaging. The result 1 beautiful rice of even si"e' color and bran that is a feast for the eyes and a wholesoe eal.
>>R ;ROUP OF COMPANIES S)N)R(e Mll! >>R Mll! >>R Flo%# Mll! >>R A-#o Mll! P0")L"&) >>R Foo& P#o&%("! S)N) A-#o P#o&%("! S)N)Tle Wo#,! F0e S"a# Me"al! P0" L"&) >>R P#o&%("!@Ma#,e"n- P0")L"&)
Lo"%! R%#al De0elo/'en" So(e"+ >>B Fen(n- Co) LLC D%$a UAE B, 3Maa#, In"e#na"onal Ma#,e"n- 8P9 L"&) B, 3Maa#, B%l&e#! @ Real"o#! 8P9 L"&) MANA;IN; DIRECTOR3 M#) >)>) >a#nan BOARD OF DIRECTORS5 M#) >)>) >a#nan M#) B4% >a#nan M#!) A''n >a#nan
CAPITAL OF THE COMPANY 8 Fnan(al H-hl-h"!9
This ill has a ca!ital of Rs. 09 crores in 70.
PRODUCTION UNIT
PRODUCTION UNIT
O>>AL
CHELAMATTAM
The Nira!ara rice ills consist of 7 !roduction units. Two units are related to rice and 0 unit is !owder ites. $oth are situated in alady.
OR;ANI=ATION STRUCTURE
CHAIRMAN VICE CHAIRMAN PRESIDENT HUMAN RESOURCE DEPARTMENT
A((o%n"
Fnan(e
Asst. #anager
Cost Account
(ood P Rice
Account
2r. Accounta
Cashier
$ank Asst.
P%#(ha!e
Veh(le!
3%!ort Assistant
Assistant
Driver
Ma#,e"n-
P#o&%("on
North
=uality Cheist
#icro $iologist
4ab Assist.
Centr
2th
2u!ervisor Asst.#gr
Asst. #gr
T2#
T2#
T2#
T23
T23
T23
Asst.#gr
Account
Data 3ntry
E/o#"
>orkers
O!erators
Accountant
,el!ers
TSM3 Te##"o#+ Sale! Mana-e# TSE3 Te##"o#+ Sale! Ee(%"0e
&RODUCT &RO(I43
PRODUCT MI? PRODUCTS •
Rice
•
Rice (lours
•
>heat (lours
•
2!ices
•
&ickles
PRODUCT LINE The R )rou! is now all set to becoe a nae to reckon within foods.
The grou! has !lans to set u! a food !ark with facilities to !rocess and anufacture a wide range of food !roducts like s!ices' !ickles and other !roducts for world arkets. A) R(e
2ingle #atta Rice
Idli Rice
Rose #atta Rice
8yothi Rice
&ayasa Rice
8aya Rice
#atta $roken Rice
Cheruani Rice
&onni Rice
?ita Rice.
B) R(e Flo%#! •
Idly &owder
•
A!!aIdiya!!a &owder
•
Dosa &owder
•
Cheba &uttu &owder
•
&uttu &owder B>hite
•
&athiri &owder
•
Rice &owder
C) Whea" Flo%#!
$roken >heat Rava D) S/(e! •
Red Chilli &owder
•
Chicken #asala
•
Coriander &owder
•
(ish #asala
•
Tureric &owder
•
#eat #asala
•
2abar &owder
•
Curry &owder
•
Rasa &owder
•
&ickle &owder
•
$lack &e!!er &owder
•
)ara #asala
E) P(,le!
)inger &ickle )arlic &ickle #ango &ickle aduanga &ickle )oose $erry ,ot Tie $itter )round >hile 4ine
#i%ed ?egetable ?aduk!uli 4ine >ild #ango Iruben!uliBara $ula ,ot P 2weet #ango Tindra &ickle 4ololica Coconut Chutney 2weet 0J Coconut Chutney &owder &roose Chutney &owder Idli Chutney &owder
MAR>ET SHARE
Out of the total sales' @ E in erala and in India JE. 3%!ort is about FE. COMPETITORS
Double ,orse Rice / 0E &eriyar Rice1 E &avi"ha Rice1 0E Nira!ara Rice1 JE
periyar rice
Nirapara Rice
pavizham rice
double horse rice
FUTURE PLAN
The future !lan of the co!any is that they are intended to aking new nutritious food for children and old age !eo!le and also s!ecial healthy food !roduct for youth their otive is sale of these !roduct in out of India hence they !re!ared to e%!ort these ites in all countries. (or !roducing the food !roducts the co!any collected the raw aterials or ites fro the selected fars only' that fars in always ke!t the +uality of !roducts and retain the standard of the oreover they intended to establish one !ark for food things eans all ty!es food grains is store theselves and cultivated the vide areas in various ty!e of agriculture.
NEW TECHNOLO;Y
The R grou! is all set to enter the food !rocessing industry on large scale bringing in the work latest technology and achines. In every new area of achieving' attention to !urring and hygiene that eet the highest world re+uireent is the focus of the grow. NEW PRODUCT
The R grou! is looking at venture in food !rocessing and !resenting with a large scale investent on a food technology !ark in over 07 crore of land located in a !ollution free environent friendly green area besides s!ices' rice and wheat !roduct. The grou! has !lans to anufacture an international !roduct range like &ast !resents' source s+uashes' fruit based foods' !ickle' *uices' coconut based food etc. NEW MAR>ET
Today NIRA&ARA grou! has centered the #iddle 3ast arkets and farest A#3RICA and 3URO&3. Today is not far before the R grou! akes in food in the international arkets and with the !resence and coitent of the grou! it is indeed a drea that will true before long. NEW COMPANY OF >>R ;ROUP
The R grou! co!any started in own new fir' known as $I #AAR co!any in 0Gonths ago. They are aking i!orted food !roducts and food su!!leents like M2>33T 23?3NT33N (OR U. VISION
To provide total consumer satisfaction through continuous improvement in products process and services, develop and motivate employee on going !" program. MISSION
The mission of the company is that to distri#ute the high $uality products to the people, further they want to satisfy the consumer.
"I%T!IB&TI'N C(NNE) '* N"#$%$#$ +!'"&CT% NIRA&ARA
R )ROU& O( CO#&ANI32
DI2TRI$UTOR2
R3TAI43R2
CU2TO#3R2
DEPARTMENTS
PRODUCTION DEPARTMENT
PURCHASE DEPARTMENT
ACCOUNTS DEPARTMENT
FINANCE DEPARTMENT
MAR>ETIN; DEPARTMENT
E?PORT DEPARTMENT
HUMAN RESOURCE DEPARTMENT
PRODUCTION DEPARTMENT
&roduction de!artent deals with the !rocess of !roducing a !articular !roduct that eans converting in!uts in to out!ut. It is the a*or functions involving in the !roduction. It includes all !hysical coodities to be used to anufacture the final !roduct.
F%n("on! of P#o&%("on De/a#"'en"
3valuate and a!!rove anufacturing' e+ui!ent !rocess' testing and test e+ui!ent.
3stablish !oint of ins!ection and test of selected !oints in the !roduction !rocess.
Assure that !urchased aterial confirs to the re+uireent of !urchase confir to the re+uireent of !urchase order and s!ecification.
&erfor ins!ection and test the selected !oints in the !roduction !rocess.
Collect and analysis' ins!ection and task date' !rovide inforation and !rocess and !roduct +uality level.
Control the handing !reservation and !acking of aterial and e+ui!ent fro recei!t shi!ent of the final !roduct.
PURCHASE DEPARTMENT
The !urchase de!artent !lays a very i!ortant role in an organi"ation because !urchasing habit is to every vital factor concerning the anufacturing' +uality' cost efficiency and !ro!t. This function is to !rocure aterials' su!!liers' services' achines and tools at the ost favorable ters consistent with aintaining the desired +uality. &urchasing is the ost i!ortant function of aterials anageent. At the oent an order is !laced for the !urchase of aterialsK a substantial !art of co!anies finance is coitted which affects cash !osition of the co!any. &urchase de!artent looks after all !urchase including raw aterials.
F%n("on! of P%#(ha!e De/a#"'en"
&urchase re+uisition or identify for aterial.
3%!loring the source of su!!ly and choosing the su!!lier.
&urchase order.
Receiving and ins!ecting aterials.
Checking and !assing of bill for !ayents.
ACCOUNTS DEPARTMENT
Accounting is a language of business the basis function of accounting is counicating the result of the business o!eration to various in it. Accounting de!artent deals with recording' classifying' and suari"ing of business transactions which are of a financial character and are e%!ressed in ters of oney.
F%n("on! of A((o%n"! De/a#"'en"
#anage all accounts and cost work. Checking the work done by the book kee!er so as to ensure that all financial transactions. 3ffective cash #anageent. &re!aring Trading &rofit and 4oss Account and Trial $alance. &assing ad*usting and rectifying entries. ee!ing accounting records to co!ly with legal re+uireent under incoe ta% act' sales ta% act' co!any law account. 2tock verification' !roduct !ricing.
FINANCE DEPARTMENT
(inance de!artent is one of the i!ortant in any organi"ation. (inance de!artent any organi"ation is res!onsible for all financial activities.
F%n("on! of Fnan(e &e/a#"'en"
The NIRA&ARA ill aintains a clear and !erfect accounting syste. The ain activity of the finance de!artent is working ca!ital anageent' !re!aration of financial stateent such as balance sheet' !rofit and loss account etc. The (inance De!artent carry out all activities !ertaining to long ter and short ter re+uireents of the o!eration using !urchase bill' aintaining the account of contracts' sub1contracts' incoe ta% deductions. The auditor anages the atters relating to ta%. ,e also files the returns to the ta% authorities. The industry is selling their !roducts both for cash and credit. Credit !eriod is two to three onths.
MAR>ETIN; DEPARTMENT
#arketing all round us in one for or another is close to every individual. The activity of arketing is of the !eo!le' and by the !eo!le. #arketing !lays an i!ortant role in society by hel!ing us satisfy our needs and wants and by hel!ing organi"ations to deterine what to !roduce. &roduct
5
Rice.
&rice
5
Rs.77 and 7G.
&rootion
5
Advertiseent' Cou!on' Offers like 3%tra )ra (ree.
F%n("on! of Ma#,e"n- De/a#"'en"
0. 4ocal Area 2ales 7. Rural #arketing 9. Inter 2tate B$angalore' #ubai' Chennai' Delhi' )oa' &une' an!ur :. 3%!ortsB 3uro!e' U' U2A' P all the #iddle 3ast Countries ADVERTISEMENT
Through T? channels' news!a!ers and #aga"ines. RESPONSIBILITIES OF SALES E?ECUTIVES
Collect order fro different sho!s. (i% the driver root for sale. Identify co!laints. )ive inforation about and stock kee!er Infor about which ore sale has.
E?PORT DEPARTMENT
R )rou! and ainly invaded in the anufacturing of +uality rice and rice !roduct' the !roducts are sold under the brand nae ;NIRA&ARA< the ca!acity of the !lant of the R grou! is 77 #T !er day FE of sales in the NIRA&ARA !roducts are in foreign arket NIRA&ARA !roducts are e%!orted to 0: countries including all iddle east countries and 3uro!e' U' 2inga!ore etc.
F%n("on! of E/o#" De/a#"'en"
Identify the e%!ort !otential.
Assure the e%!ort +uality.
&ro!er delivery of goods.
R )rou! gives uch i!ortance to ensure the +uality of !roduct. 2o the co!any has a well established =uality Control De!artent. The co!any has a de!artent with ost odern achinery to ensure +uality !roducts. The co!any ensures the +uality !roduct at every stage !f !roduction fro receiving of raw aterials till !acking of !roduct. <%al"+ Pol(+ of >>R ;#o%/
#anufacturing and arketing a ground food !roducts eeting international +uality standards is the coitent of R )rou!. Co#/o#a"e So(al Re!/on!$l"+ of >>R ;#o%/ of Co'/ane! L"& 5
Contribute idday eal for !oor students in 8anaseva at Aluva.
Conduct child hoes to take care of the or!hans.
)iving e!loyent to the local !eo!le in the unskilled area.
..R offers nuerous facilities in the education sector.
The 'an /#e(a%"on "a,en $+ "he (o'/an+ n "he 'a""e# of /oll%"on (on"#ol5
Co!any working under the strict rules of environental !rotection status. ee! environent friendly surroundings. Dis!osal of wastes
HUMAN RESOURCE DEPARTMENT
The ost valuable asset of an organi"ation is the huan resource. &erforance and !roductivity of an organi"ation directly related to the !erforance of e!loyees in the organi"ation. The ,R anager of the R grou! control huan resources of the co!any. The anageent has aintained a good relation with the e!loyees of the organi"ation. ,uan resource is the ost i!ortant asset of an organi"ation. There effective anageent is to deterine the success of business. The R grou! has efficient huan resource de!artent. ,uan Resources de!artent deals with recruitent of e!loyees. 2uch as inviting a!!lication conducting interview selection of interview training to the e!loyees. The co!any has aintained a record regarding the every e!loyees in the organi"ation.
P%#/o!e
The !ur!ose of this !rocedure is to establish a syste for the !ersonnel and adinistrative activities of the institute. S(o/e
This !rocedure is a!!licable to the general adinistration' co!etency re+uireents' selection' induction' training and !erforance a!!raisal' of the e!loyeeBan!ower !lanning'
recruitent'
attendance'
leave
and
salary
adinistration' registration and recruitent.
Re!/on!$l"+
,R #anager is res!onsible for i!leentation of this !rocedure. Pe#!onnel Pol(e!
Recruit the right kind of !ersonnel with defined co!etency and !rovide re+uired training to u!1to1date the for achieving the ission and +uality ob*ectives set for the institute. RECRUITMENT AND SELECTION
#an !ower re+uireent needed for sooth functioning organi"ation. This re+uireent are identified re+uired !erson is selected for the *ob. This is done by !ersonal de!artent. 2OURC3 O( R3CRUIT#3NT
0. Internal source 7. Direct Recruitent by advertising in news!a!ers 9. 3!loyee reference SELECTION
The *ob !rofile is counicated to the consultants and biodata
Training is given to all the office' factory and sales staff. Training is arranged with the hel! of e%ternal training !ersonnel.
(ind out the weakness of the staff
Arrange training in tie to tie in the to!ics relevant to the !erforance re+uireent changing trend in business and office foralities.
Arranging training on the basis of the recoendation given by the staff in the a!!raisal for. In&%("on
The !ur!ose of induction is to induct !ersonnel into the organi"ation and to failiari"e with the function of various de!artents the e!loyee is given induction schedule based on which heshe has to understand the basic function of all the relevant de!artents. P#o'o"on
&rootion on the basis of !erforance for anagerse%ecutives and for the worken on the basis of e%!erience and the !rootional !olicy. The !olicy !rovides for !rootion fro one grade to another to the ne%t grade. Pe#fo#'an(e A//#a!al
The !ur!ose is to evaluate the !erforance of each e!loyee during the !revious years and to identify the training re+uired for further i!roveent on the !erforance a!!raisal for. At the end of training and !robation !eriod the e!loyee
Co!any !rovides various ty!e of statutory and non1statutory benefit to workers5 0. Canteen 7. Rest roo 9. Dressing roo
:. Drinking water facilities . #ess facility F. #obile !hone allowance J. (irst aid G. #ask' glouse @. Accoodation WOR>IN; TIME
(or Office 2taffs (or >orkers
@. A# to . &# G. A# to . &#
CHAPTER
ANALYSIS AND INTERPRETATION
1) Wha" ! "he na"%#e of o%"le"
Ite NIRA&ARA 3A2T3RN $OT, NON3 TOTA4
nuber :7 9: 7 : 0
!ercentage :7E 9:E 7E :E 0E
STATUS NIRAPARA EASTERN BOTH NONE
7. ,ow long you being the custoer of NIRA&ARA.Q
&eriods $elow 0 year 01 years F10 years above 0 years Total
nuber
&ercentage
0 : 7 0 0
0E :E 7E 0E 0E
40 35 30 25 20 15 10 5 0 1 YEAR
1 TO 5
6 TO 10
ABOVE10
9. ,ow fre+uently would you e%!ect the distributor vehicle to su!!ly youQ
!eriod Daily Alternativ e days >eekly above a week Irregularly Total
Nuber 0@
&ercentage 0@E
J 0 0
JE 0E E 0E
80 70 60 50 40 30 20 10 0 DAILY
ALTERNATIVE
WEEKLY
ABOVE A WEEK IRREGULARLY
: >hat
O!inion ?ery )ood )ood Average $ad ?ery $ad Total
nuber 97 :9 7 9 7 0
&ercentage 97E :9E 7E 9E 7E 0E
O!inion 6es Neutral No Total
Nuber J: 7 0 0
&ercentage 7:E 7E 0E 0E
45 40 35 30 25 20 15 10 5 0 VERY GOOD
GOOD
AVERAGE
Do you get su!!ly as !er deandQ
BAD
VERY BAD
80 70 60 50 40 30 20 10 0 YES
NEUTRAL
NO
F ,ow you feel about the !ricing of the !roductsQ
O!inion ?ery high ,igh Average 4ow ?ery low Total
Nuber 9 07 G 0
&ercentage 9E E 07E GE 0E
J Do you think think that that weather weather will will affect affect the the storage storage of !roducts !roductsQQ
O!inion ye s Neutral No Total
Nuber 0
&ercentage 0E
G 0
E GE 0E
90 80 70 60 50 40 30 20 10 0 YES YES
NEUTR NEUTRAL
NO
2
G ,ow do you you feel about the the coissio coission n schee schee O( NIRA& NIRA&AR ARAQ AQ
O!inion ,ighly satisfied 2atisfied Average Dissatisfie
Nube r
&ercentag e
: 7 7G
:E 7E 7GE
d highly dissatisfied Total
07
07E
0
0E
40 35 30 25 20 15 10 5 0 H.S
S
AVE
D.S
H.DS
8
48
H!"#$% &'(!&)*+
24
S'(!&)*+
20
A,*-'"* D!&&'(!&)*+ #!"#$% +!&&'(!&)*+
@ Rate the consuer !reference of coca cola !roducts B0'7'9':'
IT3#
O?3RA44 RAN
R&
:
C&
9
&IC43
7
RIC3
6
5
4
3
2
1
0 RP
O
PIKLE
RIE
0 ,ow do you feel about the relationshi! with DistributorsellerQ
O!inion ,ighly satisfied 2atisfied Average Dissatisfie d highly dissatisfied Total
Nube r
&ercentag e E
9 0: F
9E FE FE
0
0E
50 45 40 35 30 25 20 15 10 5 0 HS
SA
.
C,A&T3R
F
AVE
DS
HS
(INDIN)2 AND 2U))32TION2
(INDIN)2
The study reveal that a*ority of the consuers !erce!tion that recognition of brand is not an i!ortant thing only the !rice and +uality is i!ortant.
Availability of the !roduct in the sho! is the a*or criteria while selecting a brand if it is not available custoer will chose another one and ay be stick on in that !roduct
The study reveals the a*ority of the custoers know about nira!ara !roducts and the logo of the co!any.
#ost of the outlets of NIRA&ARA having coverage. Custoer are satisfied with the availability of !roducts in the ;&eak sales< season A few Outlets conveyed that the !roducts su!!lied are near e%!iry. #ost of the custoers e%!ressed that the schees given by NIRA&ARA are such is good. Custoers are satisfied with the coission !rovided by nira!ara. The ost outselling !roduct of NIRA&ARA is RIC3.
2U))322ION2
In the !resent synario shows that the i!act of television advertiseents is very low ' so ake concentration on other advertiseent areas like conducting food fest ' trade shows' sho! advertiseents' and online advertiseents.
#ost of the custoers recoended that they need ore value added !roducts fro nira!ara.
Now a days the custoers are !referring dealer !oint service' so increase the nuber of dealers to avoid the shortage of !roducts.
Take !ro!er ste! to avoid du!lication of !roduct in arket and understand the increasing or decreasing trend of close substitute !roducts
CONCLUSION
CONCLUSION
The arketing study hel!s to have an overall idea about arketing. It hel!s to identify the functions of #arketing. Also it enables the researcher to know about the effectiveness of distribution chanel' co!any
$I$4IORA&,6
BIBLIORAPHY
0. &,I4I& OT43R' )AR6A#2TRON)K &RINCI&432 O( #AR3TIN)' &R3NTIC3 / ,A44 O( INDIA &?T5 4TD' @ T, 3DITION.
7. OT,ARI C.R' M R323ARC, #3T,ODO4O)6 23COND 3DITION' ?I2,>A &RAA2,AN &U4I2,3R2' N3> D34,I179.
9. 4.R.&OTTIK =UANTITATI?3 T3C,NI=U32'6A#UNA &U$4ICATION2'77
:. 2ARA?ANA?34 &K R323ARC, #3T,ODO4O)6' 46ANNI &U$4ICATION2' N3> D34,I 0@@. . www.nira!ara.co F. www.riceindia.co
ANN3SUR3
EFFECTIVENES OF NIRAPA DISTRIBUTION CHANAL
<%e!"onna#e
Outlet nae5
Owner nae5
Address5
&hone no5
0 >hat is the status of your outlet
a nira!ara
b eastern
c 2hared
if ;$< >hy
a 2u!!ly !roble of nira!ara
b Any other
!roble
7 ,ow long you being the custoer of nira!araQ
a $elow 0 year
c F10 years
b 01 years
d above 0 years
9 ,ow fre+uently would you e%!ect the distributor vehicle to su!!ly youQ a Daily
b Alternative days
c >eekly
d above a week
: >hat
b )ood
d $ad
c Average
e ?ery $ad
Do you get su!!ly as !er deandQ a yes b Neutral c No
F ,ow you feel about the !ricing of the !roductsQ a ?ery high
b ,igh
d 4ow
e ?ery low
c Average
J Do you think that weather will affect the storage of !roductsQ
a 6es
b neutral
c no
G ,ow do you feel about the coission schee O( NIRA&ARAQ
a ,ighly satisfied
b satisfied
c average
